On the surface, Pinterest seems pretty shallow – an extension of our rampant consumerism. It is seen by some as just another online shopping list; a voyeuristic view into the (needless?) items we covet and desire.

UNICEF is turning Pinterest on it’s head by posting compelling images of things that people in the world really want and need – to survive.

They created a fictional profile for a 13-year-old girl named Ami Musa, from the poor, war torn African country of Sierra Leone.

Ami’s one and only board is called “Really want these” and instead of Louboutins, iPhone cases and nail art she’s dying to try, Ami’s pinned images include plain rice, faucets for clean drinking water, and chalk for school.

Ami Musa’s Pinterest Board

If you click on the photos on Ami’s pin board, you are taken to a simple donation landing page at the UNICEF website with a photo of “Ami” and the text:

Children like Ami need basics that many of us take for granted: food, education, healthcare, a clean supply of water. Your donation can help us provide these and other essentials. Thank you.

The effect is startling – it made me sit up and pay attention. I immediately got a brainstorm of how different nonprofits could use this method to promote their cause and solicit donations.